0 to 1.5 Million Twitter Impressions in 28 Days

0 to 1.5 Million
Twitter Impressions in 28 Days
A Hedge Fund Social Media Case Study

Setting the Stage
● I first discussed this Hedge Fund industry social
media project on Linkedin with Bill Reavis, Head
of Asset Management at Walsh Trading.
● Then I met with Walsh Trading directors and
executives to discuss social media strategy.
○ John Walsh, President & Founder
○ John Weyer, Director of Commercial Hedging: Grains
○ Sean Lusk, Director of Commercial Hedging: Metals
○ Tim Hannagan, Senior Grain Analyst
○ Mike Bauer, Senior Livestock Analyst
○ Steve Caldwell, Senior Currencies Analyst
○ Ben DiCostanzo, Senior Energies & Interest Rates Analyst
● I presented this one-month case study idea.
● The results blew the doors off my expectations…
Read on for more

The Social Media Dream
“Walsh Trading is the
go to source for
#ManagedFutures
news, information,
trading, and investing.

Reality Sets In…
There are some things Hedge Fund
managers need to know about social
media:
● If you’re not social, you’re dead
● Game on! Financial Services piling in
● Twitter: Not just a mouthpiece
● Opportunity in early adoption

If You’re Not Social, You’re Dead
Source: http://fortune.com/2015/11/18/businesses-cant-survive-social-media/?iid=sr-link1
Not incorporating Twitter, Facebook,
and other social channels into your
strategy in 2015 is roughly the
equivalent of insisting the web was
just a fad a decade or so ago:
backward-looking, blinkered, and
above all, a serious business liability.
Fortune
“

Game On! Financial Services Piling In
“
Source: http://insurance-journal.ca/article/financial-services-take-to-social-media/
The use of social media in the
financial services industry
increased by more than a third
last year.
The Insurance & Investing Journal

Twitter: Not Just a Mouthpiece
“
Source: http://www.forbes.com/sites/freddiedawson/2016/03/25/twitter-your-hedge-fund-better/#6fb645ca4801
Eagle Alpha is taking information and
large data sets from a variety of
sources ranging from posts on
Twitter to collections of satellite
imagery and photosynthesis levels to
create its range of products.
Forbes

Opportunity in Early Adoption
“
Source: http://www.pionline.com/article/20160307/PRINT/303079990/hedge-fund-managers-still-shy-about-social-media
Only 11.1% of the world's 300 largest
hedge funds had any sort of social
media presence apart from LinkedIn in
2015, up from 9.9% the previous year.
Pensions & Investments

Challenges
● Little to no existing Walsh Trading
social media presence across the
most popular channels.
● Finding enough high-quality,
third-party content to generate
goal conversions is time
consuming and requires extensive
knowledge of the industry.
● Walsh Trading’s goal landing
pages are not hosted on the Walsh
Trading website.

Approach
● Utilize the Brian D. Colwell Network
to quickly build social authority for
Walsh Trading and its star players.
● Post quality content from reputable
sources with high frequency across all
Walsh Trading handles.
● Identify the most effective hashtags
and stock tickers to distribute content
to a wide, but targeted audience.
● Actively build follower base by
engaging with key industry players.

If Conversions
Define Success,
How Do You
Define a
Conversion?

Defining & Measuring Social Media Success
KPI Definition 2/27/16 3/26/16
Phase 1: Content Aggregation Walsh Trading
Content Promoted
Each piece of content
(audio, webinar, blog, etc)
0 52
Phase 2: Authorship Profile Views Google+ views 15,421 17,026
Phase 3A: @walsh_trading Distribution Main Page Post
Impressions
Number of times a tweet populated a
twitter user’s feed: 28 Day Summary;
@BColwell+++
9,928 384,740
Phase 3B: Star Player Distribution Walsh Trading Players 0 1,180,939
BDC Network 3,362,000 3,778,000
Phase 4: Twitter Engagement Followers Twitter users following @walsh_trading or
Walsh Trading star players’ news feeds
44 1,848
(3/31/16)
Phase 5: LinkedIn Presence Update Impressions Number of times an update populated a
LinkedIn user’s news feed
0 33,079
Phase 6: LinkedIn Engagement Followers LinkedIn users following Walsh Trading’s
company page and/or connected with John
Walsh
42 1,658
(3/31/16)

Branding
& Conversion
Messages
Social Media Traffic Drives Website Visits
BUT, Your Website Drives Conversions
Company Website
Contact
Requests
& Subscriptions

Branding Messages No Email
Vetted Asset
Management List
Subscription Form
Daily Audio
agweb.com
byoaudio.com
www.walshtrading.com
us3.campaign-archive1.com
Vantage Point
URL?
www.WalshTrading.com
Conversion
No User
Analytics
Existing Walsh Trading Landing Page Set-Up
Directs Traffic Away from the Primary URL
Harder to gain Social Authority and get credit from Lord Google (SEO Optimization)
Challenge

Recommended Walsh Trading
Landing Page Set-Up
Notice Walsh Trading URLS Throughout
Trading Insights
& Webinars
Vetted Asset
Management List
Subscription Form
Daily Audio
Vantage Point
www.WalshTrading.com
Subscription
Conversion
Branding
Web Conversion
& Full Analytics

Building
the Walsh Trading
Social Media Engine

Social Media Platform Phases
Curated News Feeds via
Hootsuite
Curated Source Lists
via BrianDColwell
Walsh Trading Content
Phase 1:
Content
Aggregation
Phase 2:
Authorship
@walsh_trading
Phase 3A:
@walsh_trading
Distribution
Phase 3B:
Star Player
Distribution
BrianDColwell
BColwell_
EMGMKT
BColwell_
ALT
BColwell_
CTA
BColwell_
ECON
Brian
Colwell
Walsh Trading
Company Page
Phase 4:
Twitter Engagement
Bill Reavis Sean Lusk
John
Weyer
John
Walsh
Mike
Bauer
Tim
Hannagan
Steve
Caldwell
Phase 5:
Build
LinkedIn
Presence
Phase 6: LinkedIn Engagement
Tim
Hannagan
Steve
Caldwell
John
Walsh
John
Weyer
Mike
Bauer
Tim
Hannagan
Steve
Caldwell
John
Walsh
John
Weyer
Mike
Bauer

Curated News Feeds
via Hootsuite
via BrianDColwell
Walsh Trading
Content
Phase 1: Content Aggregation
Content
Sources

Phase 2: Authorship
Curated News Feeds
via Hootsuite
via BrianDColwell
Walsh Trading
Content
Content
Sources
John
Weyer
Google+
Pages
John
Walsh
Mike
Bauer
Tim
Hannagan
Steve
Caldwell

Phase 3A: @walsh_trading Distribution
Hootsuite
Curated Source Lists via
BrianDColwell
Content
Sources
Google+
Pages
John
Weyer
John
Walsh
Mike
Bauer
Tim
Hannagan
Steve
Caldwell
@walsh_trading
Company
Twitter
Page

Phase 3B: Star Player Distribution
Hootsuite
BrianDColwell
Content
Sources
Google+
Pages
John
Weyer
John
Walsh
Mike
Bauer
Tim
Hannagan
Steve
Caldwell
@walsh_trading
Company
Twitter
Page
Star
Player
Twitter
Pages
BrianDColwell
BColwell_
EMGMKT
BColwell_
ALT
BColwell_
CTA
BColwell_
ECON
Tim
Hannagan
Steve
Caldwell
John
Walsh
John
Weyer
Mike
Bauer

Phase 4: Twitter Engagement
Hootsuite
BrianDColwell
Content
Sources
Google+
Pages Bill Reavis Sean Lusk John WeyerJohn Walsh Mike Bauer
Tim
Hannagan
Steve
Caldwell
@walsh_trading
Company
Twitter
Page
Star Player
Twitter Pages
Engagement
BrianDColwell
BColwell_
EMGMKT
BColwell_
ALT
BColwell_
CTA
BColwell_
ECON
Tim
Hannagan
Steve
Caldwell
John
Walsh
John
Weyer
Mike
Bauer

Phase 5: Build LinkedIn Presence
Hootsuite
BrianDColwell
Content
Sources
Google+
Tim
Hannagan
Steve
Caldwell
@walsh_trading
Company
Twitter
Page
Star Player
Twitter Pages
Engagement
BrianDColwell
BColwell_
EMGMKT
BColwell_
ALT
BColwell_
CTA
BColwell_
ECON
Tim
Hannagan
Steve
Caldwell
John
Walsh
John
Weyer
Mike
Bauer
Tim
Hannagan
Steve
Caldwell
Bill
Reavis
Sean
Lusk
John
Walsh
John
Weyer
Mike
Bauer
Brian
Colwell
Walsh Trading
Company Page
LinkedIn
Pages

Hootsuite
BrianDColwell
Content
Sources
Google+
Tim
Hannagan
Steve
Caldwell
@walsh_trading
Company
Twitter
Page
Star Player
Twitter Pages
Engagement
BrianDColwell
BColwell_
EMGMKT
BColwell_
ALT
BColwell_
CTA
BColwell_
ECON
Tim
Hannagan
Steve
Caldwell
John
Walsh
John
Weyer
Mike
Bauer
Tim
Hannagan
Steve
Caldwell
Bill
Reavis
Sean
Lusk
John
Walsh
John
Weyer
Mike
Bauer
Brian
Colwell
Walsh Trading
Company Page
LinkedIn Pages
Engagement

Hootsuite
via BrianDColwell
Phase 1:
Content
Aggregation
Phase 2:
Authorship
@walsh_trading
Phase 3A:
@walsh_trading
Distribution
Phase 3B:
Star Player
Distribution
BrianDColwell
BColwell_
EMGMKT
BColwell_
ALT
BColwell_
CTA
BColwell_
ECON
Brian
Colwell
Walsh Trading
Company Page
Phase 4:
Twitter Engagement
John
Weyer
John
Walsh
Mike
Bauer
Tim
Hannagan
Steve
Caldwell
Phase 5:
Build
LinkedIn
Presence
Tim
Hannagan
Steve
Caldwell
John
Walsh
John
Weyer
Mike
Bauer
Tim
Hannagan
Steve
Caldwell
John
Walsh
John
Weyer
Mike
Bauer
One Month Focus
NOTE: Phases 2 and 5 require more than one month to execute

Macro Planning, Micro Moments
1. Develop a Content Curation System
2. Aggregate Relevant
& Timely Third-Party Content
3. Distribute Content to Target Niche
Communities
4. Attract Followers and Engage with
Communities
5. Further the Conversation

Aggregate Comprehensive & Timely Content
● Use Hootsuite to unlock Twitter
○ Monitor influencers
○ Monitor Walsh Trading Inc. public & private Twitter lists
○ Monitor trends (#hashtag)

Develop Curated News
Feeds & Resource Lists
● Create public and private Twitter lists:
○ Grain Futures
○ Energy Futures
○ Livestock Futures
○ Futures & Trading
○ Precious Metals Futures
○ Metals Futures
○ Prospect List
○ Client List
○ Vetted Asset Management List
○ Competitor List

Distribute Content to
Target Niche Communities
● Choose the #RealEstate you want…
own where you squat
○ #managedfutures
○ #globalmacro
○ #futurestrading
○ #alternativeinvestment
○ #absolutereturn
○ #grainfutures
○ #goldfutures
○ #futurestrading
● Images are Essential
● Hashtags & Tickers: Your Secret Weapon
● High Volume & Frequency are Key

It takes more than
content to attract a
niche market.
Engagement is the
lifeblood of social
media ROI.

Attract Followers and
Engage with Communities
● Engage your star players
○ Walsh Trading executives on Twitter
○ Brian D. Colwell Twitter and LinkedIn
networks
● Executive social media presence
○ Managed daily
○ Cross-sharing to boost social
authority
○ Authorship
○ Google loves Twitter

Further the Conversation
● Nurture relationships with clients &
prospects
○ Monitor
○ Connect
○ Share
○ Engage
● Share Twitter content on LinkedIn

28-Day Highlights
Twitter
● 0 to 1.5 Million Twitter Impressions
● +1,804 Twitter Followers
● Avg 822 Impressions Per Tweet
● Top Tweet earned 29K Impressions
● Top Mention earned 32 Engagements
● Top Twitter News Stories on:
● #ManagedFutures
● #GlobalMacro
● $GLD
LinkedIn
● 0 to 33,079 LinkedIn Impressions
● +1,616 LinkedIn Connections

Hashtag Group: Agriculture
820,121
Impressions
746 Average Per Post
1,100
Posts
2/27/16 - 3/26/16
4,406
Engagements
4 Average Per Post

Hashtag Group: Alt Investments
830,409
Impressions
1,171
Posts
2/27/16 - 3/26/16
3,736
Engagements
3 Average Per Post

Hashtag Group: Asset Management
1,764,492
Impressions
1,999
Posts
2/27/16 - 3/26/16
7,491
Engagements
4 Average Per Post

1,492
Average
Impressions
Per Post
As of 3/26/16
#globalmacro
Top News Story

1,153
Average
Impressions
Per Post
As of 3/26/16
#managedfutures
Top News Story

Hashtag Group: Energy
727,956
Impressions
1,223 Average Per Post
595
Posts
2/27/16 - 3/26/16
2,505
Engagements
4 Average Per Post

Hashtag Group: Metals
582,451
Impressions
671
Posts
2/27/16 - 3/26/16
3,089
Engagements
5 Average Per Post

870
Average
Impressions
Per Post
As of 3/26/16
$GLD
Top News Story

2,766
Average
Impressions
Per Post
As of 3/26/16
#basemetals

Twitter Engagement
● Getting noticed by
influencers in our
niche

Twitter Engagement
1
2
3
Engagement
Furthering the Conversation
Boosting Impressions

362
@walsh_trading
1,316
Walsh Trading
Star Players
2,469
Brian D Colwell
Network
4,146
Followers
As of 3/26/16
Twitter Followers

LinkedIn Followers
❏ LinkedIn Network:
10,510
❏ Walsh Trading
Company Page: 63
❏ John Walsh
Connections: 1,420
❏ Brian D Colwell
Connections: 9,027
As of 3/26/16

60
Average Posts Per Day
316
@walsh_trading
1,763
Walsh Trading
Star Players
1,985
Brian D Colwell
Network
4,064
Posts
2/27/16 - 3/26/16
Twitter Posts

Impression-Building
Posts
Top Posts

Subscription-Based
Posts
Top Posts

822
Average Impressions Per Post
384,740
@walsh_trading
1,180,939
Walsh Trading
Star Players
1,775,432
Brian D Colwell
Network
3,341,111
Impressions
2/27/16 - 3/26/16
Twitter Impressions

5,331,100
28-Day
Impression Count
As of 3/26/16
28-Day Impression Count
389,000
@walsh_trading
1,164,100
Walsh Trading
Star Players
3,778,000
Brian D Colwell Network

LinkedIn Posts, Impressions, & Engagement
❏ 254 posts
❏ 33,079 impressions
❏ 130 impressions/post
❏ 2 engagements/post
LinkedIn Post Activity: 3/2/16 - 3/26/16

Defining & Measuring Social Media Success
KPI Definition 2/27/16 3/26/16
Phase 1: Content
Aggregation
Promoted
Each piece of content (audio, webinar, blog, etc) 0 52
Phase 2: Authorship Profile Views Google+ views 15,421 17,026
Phase 3A: @walsh_trading
Distribution
Main Page Post Impressions Number of times a tweet populated a twitter user’s feed:
28 Day Summary; @BColwell+++
9,928 384,740
Phase 3B: Star Player
Distribution
Walsh Trading Players 0 1,180,939
BDC Network 3,362,000 3,778,000
Phase 4: Twitter
Engagement
Followers Twitter users following @walsh_trading or Walsh Trading
star players’ news feeds
44 1,848
(3/31/16)
Phase 5: LinkedIn
Presence
Update Impressions Number of times an update populated a LinkedIn user’s
news feed
0 33,079
Phase 6: LinkedIn
Engagement
Followers LinkedIn users following Walsh Trading’s company page
and/or connected with John Walsh
42 1,658
(3/31/16)

Month 1 Performance
2/27/16 Week 1 Week 2 Week 3
Week 4
(as of 3/26)
Month
End
Phase 1:
Content Promoted
-- 11 21 20 0 52
Phase 3A: @walsh_trading
Impressions *
9,928 44,800 198,000 319,000 384,740 384,740
Phase 3B:
Star Player Impressions*
3,362,000 3,302,361 3,838,600 4,316,100 4,958,939 4,958,939
Phase 4: Twitter Followers
(Company + Star Players)
44 347 979 1,368
1,848
(3/31/16)
1,848
(3/31/16)
Phase 5: LinkedIn Post
Impressions*
0 4573 15,935 24,414 33,079 33,079
Phase 6: LinkedIn Followers
(Company + John Walsh)
42 429 852 1,123
1,658
(3/31/16)
1,658
(3/31/16)
* Twitter impressions reported are 28-day running value

502
Unique Users
64%
New Visitors
2.9
Pages Per Session
2:18
Average Session Duration
704
Sessions
2/27/16 - 3/26/16
WalshTrading.com Traffic
Traffic peaks during the
week, generally between
Tuesday and Thursday.

Top 5 Web Pages
Web Traffic: 2/27/16 - 3/26/16
Pageviews
Average
Time on Page
Bounce Rate Exit
All Traffic 2,012 2:18
Session Duration
48%
Not Applicable
Home Page 693 1:26 44% 44%
Team 144 1:25 66% 43%
Walsh Trading Insights 133 3:32 50% 56%
Executive Team 95 1:12 40% 32%
Careers 79 0:51 84% 44%

User Behavior By Traffic Source
Web Traffic: 2/27/16 - 3/26/16
Sessions New Users
New
Sessions
Pages Per
Session
Average
Session
Duration
Bounce
Rate
All Traffic 704 502 64% 2.9 2:18 48%
Organic 378 241 64% 3.3 3:07 44%
Direct 195 111 57% 2.2 1:11 52%
Referral 65 48 74% 2.5 1:45 62%
Social 57 49 86% 3.0 1:25 42%
Email 9 2 22% 1.4 0:49 67%

Top 5 Referral Sources
Web Traffic: 2/27/16 - 3/26/16
Share of
Total Sessions
Bounce Rate
Pages Per
Session
Average
Session
Duration
All Referral Traffic (65 sessions) 100% 62% 2.5 1:45
Twitter (t.co) 30% 56% 1.8 0:59
insidefutures.com 16% 45% 3.0 1:56
LinkedIn 14% 6% 5.9 2:39
investing.com 12% 60% 3.5 1:55
Email (us3.campaignarchive1.
com)
5% 0% 2.5 2:50

Walsh Trading was a great
partner and made significant
contributions to this project.
Special thanks to Bill Reavis,
Head of Asset Management
at Walsh Trading.
@WGR101

Social Media Manager for Hire
Brian D. Colwell
briandcolwellblog@gmail.com
http://briandcolwell.com
Build Your Social Authority
● Emerging & Frontier Markets
● Global Macro & Commodities
● Economics & GeoPolitics
● Alternative Investments
“Great answers aren’t found on paved
roads and well-beaten paths.
Great answers live in the wild.
I vow to venture deep into the digital jungle
in the hunt for knowledge.”

0 to 1.5 Million Twitter Impressions in 28 Days

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